Storytelling Marketing Rocks.
Got something to say? Tell it in a story.
I sat around the other day and did something I never thought I’d do, I chose to watch commercials. Not the brand new ones, not the 2016 Superbowl ads (although those are fun) but T.V. commercial from a long time ago. My kids and I watched old Pepsi, McDonald’s and Wendy’s ads from the eighties and laughed. My kids thought they were pretty weird and I took a little trip down memory lane to Saturday morning cartoon marathons and to a time when people were excited that Michael Jackson was doing a Pepsi commercial.
I have to tell you, I was surprised at how strong the sense of nostalgia was and how the best commercials, the one’s that really stuck with me after all these years were the one’s that told a story. Here we are three decades later and it’s till the same. Want to build a relationship with a customer? Tell them a good story.
Some of the strengths of storytelling marketing:
- Stories Connect – We are storytelling creatures. It’s how we connect with people and share common emotions.
- Stories build memories – Storytelling builds memories very effectively and positive memories are a powerful thing.
- Storytelling builds relationships – Building a relationship with your clients is what it’s all about.
- It connects emotional responses – Anyone who doesn’t believe this should watch a Tim Hortons commercial. They are all about storytelling, emotional connections, and relationships. Oh and they sell donuts too.
Storytelling Marketing examples: one a classic and the other brand new.
Like it or hate it the Cindy Crawford Pepsi ad helped maker her a mega-star and connected millions of viewers with a story they could relate to on a number of levels. The Tim Hortons ad also goes for an emotional response but in a different way. Never thought you’d cry over a double-double and a box of Timbits? Think again.
Tim Hortons 2016.
Storytelling Marketing is not Listicles, Top-Tens or Click-Bait.
Content marketing is a buzzword that isn’t going away anytime soon but I challenge the writers and content providers to shake it up every now and then and try something different. Please stay away from the weekly lists of things I must do or must have. I can’t keep up and it makes me shut down. Now I’m not a huge fan of the tear-jerking Tim Horton commercials but I can appreciate how effective they are. I also realize I might watch one more readily than I would a blaring Top 10 discount commercial listing this month’s sales items. Of course, this is assuming you are watching a commercial at all. If your audience pre-recorded your show then you will be lucky to reach more than ten percent of your audience. A tough number.
So are there opportunities to tell a story in an online venue? Of course. But stay away from the predictable or dirty tricks used by list makers that ask you to click through ten pages to read the content or worse, click-bait titles that don’t follow through on the promise of relevant content. You might fool me once but I’ll never come back.
The take-away from all this is find a way to tell your audience how they can relate to your message or product. If you can do it in a story then you stand a greater chance of connecting with them. Does this mean you’ll get a lifetime customer? That’s an ending you’ll have to write yourself.